Events are actions taken on your website, like adding an item to a cart or making a purchase. Parameters are properties that can be paired with any event to impact campaign performance. While not all are required, all are recommended to improve performance. Different parameters are needed depending on the type of catalog you choose.
This article lists the required and recommended events and parameters for Travel Ads.
Note: To pass back the four standard events to TikTok, you'll need to set up your data connections using either the TikTok Pixel or Events API connection.
Event | How it's used |
View Content | Product detail pages to report which products were viewed. |
Search | Search result pages to report the products or offers searched. |
Initiate Checkout | On ‘checkout’ button or checkout pages to report the products customers have initiated checkout for. |
Purchase | Booking confirmation pages to report the products that were purchased. |
Notes:
If you have implemented data connections via both Pixel AND eAPI, event_id
must be included for all events for deduplication purposes.
Each of the four standard events has required and recommended parameters to pass back with the content_ids
or contents.content_id
object, which is used to match events to the catalog.
The content_ids
information must be passed in one of the following two formats:
Type | Description | Example | |
| Single string or array of | The specific content ID of a product or product group in your catalog. Remember to include the letter "s" at the end of content_ids. | ['1234','5678'] |
| String Part of | The specific content ID of a product in your catalog and sub-object information. | '1234' |
Additionally, we recommend including the content_type
parameter to specify the catalog and content type. Acceptable values are:
hotel
flight
destination
Note: Your parameter values must match the corresponding values used in your catalog for full effect. In the case of content_id, ensure the values match the product-level IDs (for example,hotel_id
, flight_id
, destination_id
) provided in your catalog.